Skinnygirl Cocktails

Advertisements for alcohol beverages must not have a strong or evident appeal to children or adolescents...and must not suggest that the consumption or presence of alcohol beverages may create or contribute to a significant change in mood or environment and must not suggest that the consumption of alcohol beverages offers any therapeutic benefit or is a necessary aid to relaxation. [ABAC Code 2013] 

Ad: Skinnygirl

Where it appeared: Product packaging.

The community said:
The name and packaging of this product is targeting young people, particularly young women. The packaging provides confusing messages about the healthy characteristics of the product.

What the ABAC said:
ABAC upheld the complaint in part. The Panel found the product material to have a strong or evident appeal to adolescents and that the image of the female character used on the label is not a depiction of a person over the age of 25 years.

"The name "Skinnygirl" has evident appeal to adolescent females, particularly in light of the well-recognised issues some adolescent females experience with body image and perceptions of what is a desirable weight.

The Skinnygirl appeal to adolescents is reinforced by the nature of the stylized character which is quite possibly a young adult. Equally, the label references to calorie content of the product, when placed in context with the name and imagery reinforces the appeal of the product to adolescents. Read more...

The AARB said:
The AARB Panel considered the ad:

  • Depicted material contrary to community standards on health and safety
  • Implied that it will contribute to the success of the consumer
  • Is making a claim about general health status that is inappropriate

Read more


Although the promotion material was found to breach both the ABAC and AARB codes, Skinnygirl is still being promoted on Woolworths and Dan Murphy's websites.

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